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Scott Goodson
Scott Goodson, author of Uprising.

Founder and Chairman of StrawberryFrog an independent global advertising agency based in New York.

Scott believes that brands can spark Cultural Movements, using a very unorthodox approach to marketing. But one which has been gaining popularity in recent years as the media world undergoes a revolution. Scott coined the term "Cultural Movements" which, he believes has usurped traditional marketing. He has been building some of the world's most iconic brands for over 20 years. And if you watched the 2009 Academy Awards, Frito Lay's TrueNorth Snacks was the TV and social media campaign that the New York Times said "Stole the show."

Scott founded StrawberryFrog in 1999 to spark Cultural Movements for its clients, challenging the traditional legacy 'dinosaur' agencies for major global clients. Scott started StrawberryFrog in Amsterdam, then in 2004 he moved to the US to open StrawberryFrog New York. In 2007, StrawberryFrog opened an office in Sao Paulo. In 2009, a new StrawberryFrog office was opened in Mumbai and Singapore.

Scott believes that in today's world, the best approach to building brands is to lead a cultural movement. Brands, he believes, can identify, crystallize, curate and sponsor popular movements in a way that maximizes social media as well as traditional media. Once you have a cultural movement, he believes, you can do anything in a fragmenting media world. And he and his partners have worked on numerous cases to prove it. While traditional brand advertising broadcasts to consumers, Cultural Movement mobilizes fans.

Scott is married and lives in New York with his wife and two children. He loves his work but loves his family more. He regularly speaks at major global conferences, as well as as well as at the Cambridge school of business and the Columbia School of Business. He has appeared on CNN, BBC, CBS and in the Economist, Time Magazine, the Wall Street Journal, and the NY Times.

Scott writes his own blog

Entries by Scott Goodson

10 Mind-Altering Business Books from 2014

(0) Comments | Posted December 19, 2014 | 12:37 PM


By Scott Goodson

As founder of ad agency StrawberryFrog, I read a lot of business books to try to keep up with the newest thinking and fresh ideas. Trouble is, many business books just confirm what you knew already. Rare is the title...

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At Last, A Recipe for Lemonade

(0) Comments | Posted December 17, 2014 | 1:24 PM

One hundred years this January since the death of the person who inspired the origins of the expression "when life gives you lemons, make lemonade" Marshall P. Wilder, who in spite of physical disadvantages became a very successful performer and celebrity, and in whose epitaph was described as follows: "He...

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Students and Ebola: Fear, Hope and Helping

(0) Comments | Posted October 27, 2014 | 3:36 PM

During the plague, children made up songs to ease their fears. "Husha, husha we all fall down" they sang as they danced around the rosie with pockets full of posies. As we approach Halloween, the legacy of disease lives on in children's minds, as the scariest monster now must be...

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Babies vs Pets In Viral Advertising

(0) Comments | Posted September 12, 2014 | 6:58 PM

Which do you prefer? Pets or babies? They're everywhere in social media. Pulling views. Sparking massive followings. Rising to the top of every hit list. It's a massive love fest.

Huh? What's going on? Have we gone cute crazy? Why do these characters work so well?

There's been...

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How the World Sees You

(0) Comments | Posted August 15, 2014 | 2:41 PM

We are all hungry to know what others think of us. These days we are even more in need of feedback, though typically it's a virtual "like" here or a "heart" there, but author Sally Hogshead thinks we need to pay more attention to how the world sees each of...

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Christoph Lueneburger Tells How to Have a 'Culture of Purpose'

(0) Comments | Posted April 1, 2014 | 1:57 PM

There are challenges that modern leaders cannot achieve without a culture of purpose. Building one will help attract the best minds and talent who are looking for meaning not simply employment. This has been an inspiration for me since I started my own ad agency. I've seen what a culture...

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The Surprising Power of Beautiful Questions

(0) Comments | Posted March 5, 2014 | 2:23 PM

I am deeply hurt by the new book A More Beautiful Question by Warren Berger. Hurt because curiosity kills the cat and I shouldn't read a book about questioning because I could quite possibly end up dead.

Having read the book, however, I can attest that the...

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India: The Perfect Family Holiday in 2014

(3) Comments | Posted January 29, 2014 | 3:00 PM


Earlier this month, my wife and two young sons -- 12 and 9 years old -- returned from a mind-blowing Indian travel experience. It was the best family vacation we have had. For your next midyear holiday, why don't you take...

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What Great Brands Do

(0) Comments | Posted January 27, 2014 | 1:54 PM

There are many ways to tell if someone is a great businessperson.

You can ask them if they believe in brand building. You can ask them if they live brand building. But there's another, easier way of establishing whether someone is destined for greatness: You can ask them if...

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Buy a Girl and Have a Happy Holiday

(0) Comments | Posted November 18, 2013 | 12:45 PM

Find the sensational gift this season at the 'Girl Store'?

Come again? Yes buy your gift at the Girl Store. Go on.

Ok, you don't actually buy a girl there. You help her buy her life back.

Now that we have officially entered the exciting...

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The Power of Simplicity

(0) Comments | Posted November 12, 2013 | 11:01 PM

I recently wrote a new book about the secrets of advertising. "Ok, ok" you say, "nuf about that, what's with the power of simplicity then?" you ask. Well, the two go hand in hand. But first a little history.

Victor Hugo finished his masterpiece...

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Top 100 Most Loved Brands: New Study

(1) Comments | Posted November 11, 2013 | 8:17 PM

What drives our attachment to brands? The simple answer is emotion. Silly answer? Not when you look deeply at brands such as Walt Disney, Yahoo, Google, Sony and Nestlé.

The marketing industry has always striven to give consumers a happier impression of companies, and intuitively we've...

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Made With: The Emerging Alternative to Western Brands From Istanbul to Indonesia

(0) Comments | Posted November 8, 2013 | 3:12 PM

Leading up to the December holidays, it's time to find your top marketing books. Recently I wrote about some books you ought not to miss (top 11 marketing books of all time). I missed this one (Ok, ok... it just came out).

For the marketer in you,...

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'Everybody's Business'

(1) Comments | Posted November 7, 2013 | 3:03 PM

Jon Miller & Lucy Parker's new book Everybody's Business shines a narrow but penetrating light on the relationship between business and society, and make an well researched argument that business can and should drive positive change in our world.

Without specific examples of how this can happen...

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Aim for Global

(0) Comments | Posted September 16, 2013 | 12:38 PM


We are living in a time of global brand building -- sit in any company management meeting and you'll quickly know that. You are likely to hear the CEO or CMO talking about the need for their brands to be truly global to grow...

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Top 11 Marketing Books of All Time

(0) Comments | Posted September 13, 2013 | 6:40 PM

There are many marketing and advertising books out there worth reading, too many to get into a list of the best marketing and advertising books. I wanted to make a list of my own. Whether you're studying advertising, or are a professional practicing the craft there are hundreds of books...

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Conducting Business in Revolutionary Times

(0) Comments | Posted March 21, 2012 | 4:54 PM

We're living in a time of movements and uprisings.

Yesterday a movement exploded around the world entitled: Stop Kony 2012. When I logged on there were around 150,000 views. By the time I'd finished and refreshed the page there were thousands more, by nightfall there were 8 million.

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Stop Joseph Kony: KONY 2012, a Movement to Help the 'Invisible Children'

(23) Comments | Posted March 7, 2012 | 1:56 PM

There's a bone-chilling movement spreading across the web right now in the form of a documentary film, which hopes to raise support for the arrest of Ugandan rebel leader Joseph Kony.

Called Kony 2012, the film was made by 'Invisible Children' -- a campaign group set up by filmmaker...

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Why Movements Are Like a Good Marriage

(0) Comments | Posted February 13, 2012 | 7:21 PM

Companies spend hundreds of millions creating brand heat and product lust. They are highly protective of their reputation and brand, so isn't it remarkable to think that just 140 characters can make or break it?

Social media may have got us 'talking' but it certainly has a lot to answer...

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Dubai Lynx: Remain Calm

(2) Comments | Posted March 16, 2009 | 4:04 PM

I feel like Michael Palin in Full Circle. I just arrived in Dubai after a two-day rampage through Rome where I spoke at the UPA Summit. The theme there, like the unofficial theme here in Dubai, was "Everything is changing, shall we change everything?"

Rome was an ultra-calm conference, where...

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